Dance floor
Live bands
A
production
by:
Food
stands
Amanda,
Rebeka,
Stine and
Kajetan
Exhibitions
Movie
screening
SEGMENTATION
• Target market: Festival for elderly people
• Consumer behaviour: Active, mobile, social and cultural
• Segmentation createria: Age,lifestyle,geographical.
Qualititative data collection
• Would YOU be interested in attending a festival called
„Being 60s in the 60s”?
• Research conducted in Copenhagen, Lyngby and
Helsingør with 65-70 year old people
• 13 interviews were made in total, 7 females, 6 males.
14
12
10
8
Attending festival
10
6
13
4
10
2
9
0
Music present
Dance floor
Dressing up
Importance on toilet
13
importance of place to relax
13
finding information in local newspaper
13
finding information online
13
finding informaton on flyers/posters
10
Interwievers
“ Most of my generation was still working when emailing
became a daily part of work, and therefore we learned how
to use email at least”
~Male 65
MARKET RESEARCH
Older Adults and Social Media
3%
5%
• Adults ages 65 and older who
have high-speed internet
connections at home, 72% say
they use the internet on a
typical day.
13%
55%
19%
34%
Twitter
Online classified
Social network
Online banking
Get News
E-mail
• Growing group of people
reciving pre-pansion and
pansion.
• Few activities/cultural events
targeted specificly for 65+
„ That is a GREATE idea, I’ve never been to a festival in
my 60s”
~ Female 65 from Helsingør
Stakeholders
Wishes
Organizers +
Manager
Marketing Board
- all parties benefit
- all parties wish to do it again
- project worth investment
- Client reccomend the service and use again
Fears
Preventions
- activities canceled
- only few tickets sold
- confirmation of events
- plan b events
- appealing activities + promote right places
- A better project offer comes up
- Client is not happy with the service
- Understand the concept of the festival and
the target audience very well
- Match customer expectations to actual event
Sponsors
- Increase awareness within target group
- Target group will not match festival audience
- Narrow, precise target group
- Find sponsors well matching the target group
Customers
- Good experience
- Be entertained
- activities not interesting and enjoyable
- Uncomfortable surroundings
- Thorough research on attractive activities
- And necessities related to comfort
Costumes
Old
movies
Place
to sit,
have a
rest
Twist
and
shake
Retired
Lots of
freetime
Being 60
in the 60s
Easy
website
Energetic
Cheap
tickets
Outside,
summer
Travel
back in
time
60s
music
Network diagram
Gantt chart
Timeline
Activities
1. Month
1 week
2 week
2. Month
3 week
4 week
5 week
6 week
3. Month
7 week
8 week
9 week
10 week
11 week
4. Month
12 week
13 week
14 week
15 week
5. Month
16 week
17 week
18 week
19 week
6. Month
20 week
21 week
22 week
Planning Festival Model
choose theme
determining audience
choosing activities
basic market research
Budget:
determine costs
determine estimated revenue
determine sponsorship amount
Risk Analysis:
conduct the risk analysis
determine if the festival should fly or die
Sponsors:
Sponsor meetings (presenting festival plan, risk analysis)
Market + Segmentation Research:
Research
Create marketing plan
Permissions:
Seek alcohol permission
Seek festival/event permission
Permissions aquired
Location + Date:
Contact/choose location
Decide on date
Framework done - Activity planning begins
Bands:
Choosing band
Booking the band
All events confirmed
Hire technicians
Set up area
Movie:
Choose movie
Movie equipment
Set up equipment + area
Hire technicians
Dance:
Find dance instructors
Choose music
Set up dance floor
Hire technicians
Food stand/Bars:
Get food stands + equipment
Get volunteer waiters
Get caterers
Get beer
Get bars
Get bartenders
Set up bars and foodstands
Exhibition:
Make a deal with design museums
Install exhibitions
Hire volunteer actors
Security:
Find number of security needed
Hire security
Ambulances:
Hire Ambulances
Cleaning:
Hire cleaning
Advertisement:
Meeting with multimedia design department about website
Contact local newspaper
Hang posters in libraries, gyms and elderly people facilities
Event Logistics:
Organising and handeling logistics
◉
◉
◉
◉
23 week
7. Month
24 week
25 week
26 week
27 week
8. month
28 week
29 week
100
99
Gantt
resource
chart
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20
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6
5
4
3
2
1
cleaning
security
cleaning aid
actors
food
technicians
technicians
bartenders
designing
website
technicians
RISKS ANALYSIS
•
•
•
•
Most „popular” risks
Rated in 1-10 scale
Estimated costs
Planed eventual back-up
plans